Marketing of Airlines Services

What is Service Marketing?

Services are distinguished from products mainly
because they are generally produced at the same time as they are consumed and cannot be stored away or taken and enhanced marketing mix need to be deployed .

Its not about simply reaching about to

customers with the right service. But, its also about creating that right desire to possess service.

AIRLINES AS A SERVICE INDUSTRY

The Airline industry came into existence during
the 17th centuries.

Origin of Indian aviation industry can be traced back to the

year 1912.

Air travel remains a large and growing industry. It facilitates

economic growth, world trade, international investment and tourism and is therefore central to the globalization taking place in many other industries

 India has the private airlines as its key players

75% of the market share is owned by the
private sector. world.

India is the 9th largest aviation market in the

THE SERVICE MARKETING TRIANGLE

One can better understand the workings of airlines by looking at its marketing triangle.
COMPANY

ENABLING PROMISES

MAKING PROMISES

PROVIDER KEEPING PROMISES

CUSTOMER

Product Mix
Giving a Feel For The Product Inside a Service Wrapper .
Consumers are demanding not products, or features of
products but the benefits they will be offered.

The airline product includes of two types of services:

1. On the Ground Services. 2. In-Flight Services.

Price Mix
Premium pricing:- Use a high price where there is a uniqueness about the product or service. Such high prices are charge for luxuries Cheap-value pricing:- This approach is used where external factors such as recession or increased competition force companies to provide 'value' products and services to retain sales APEX fares:- Apex or advance purchase fares are special fares valid on economy class on specified sectors. They are much lower than the normal fares.

Place mix
Online 24-hour reservation Systems.

Tour Operator

Travel Agent

Promotion Mix

Advertising- keep in mind the image of the country, tourist attraction, cultural heritage Publicity- Travel agent, PRO, media people Sales promotion- Tour operators, frontline staff

People Mix
Reliability Caring Attitude Goodwill

Process mix
Reservation.
Flight Information. Facilities at The Airport. Baggage Handling. Meal Service.

Flight Entertainment.
Deliver Quality Service

PHYSICAL EVIDENCE
On the ground: Booking offices or ticket counters. Paperwork. Tickets.
In-flight: Aircraft, Seating Configuration. Good Inner-exteriors. Ambience